AXEL REBRANDING

2022. LONDON UNITED KINGDOM

CLIENT: AXEL INTERNATIONAL

BRIEF: Rebrand the logo, typography, and color palette of the company to reflect a more modern and technology-driven company.

Develop assets and the visual identity for the new website and the app of the company focused on data recollection through surveys.

Axle International is an award-winning risk and innovation firm. They develop the next generation of data solutions to capture accurate and real-time data for risk-informed decisions across the African continent.

Visit the Project

Logo & Visual Identity

I simplified the logo and kept only the essential lines to reflect a much more contemporary and clean look. The logo focuses on harsh lines to portray how reality is harsh.

When it comes to the colors I choose a high-contrast pallet. The company focuses on B2C interactions as B2B interactions so the colors needed to be different and bold to appeal to the young audience while remaining professional.

The company focuses on three main aspects: filling the gaps of missing information, distilling the latest thinking, and unlocking the value of tailor tools. Each aspect has a logo that is related to one another from the complexity of the world and systems to the relationships of identities, to the core of single units or actors.

Axel Surveys

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The app

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Axel Surveys * The app *

Axle Surveys is a gamification app that gives points that can be turned into awards every time the users finish a survey. The purpose of the app is to collect information on young people across the African continent.

To create an app that appeals to young audiences I focused on a strong illustration component to give a different and less cliché identity and a stamp method to materialize the gamification of the App.